Marketing Plan
In application of the concepts learned in this course, you will research an EXISTING publicly traded company compiling a comprehensive marketing plan for this company throughout the course. Note that this is NOT a hypothetical entrepreneurial venture but instead an existing publicly traded company, of your choice. You will provide a Company Overview and a PEST Analysis.
Company Overview
This section will provide the reader with a general understanding of the company and product/service offered by the company creating the value proposition for the customer. You might include general information about the company and industry and product/service. Additional general information might include the size of company, location, NAISC code, mission/vision/objectives, or any other general information about the company.
PEST Analysis
The purpose of this section of the marketing plan is to describe how changes in the business environment will affect the company. This will be achieved by the use of the PEST Analysis, which attempts to review how changes in the political/legal environment will affect your company, how changes in the economic environment will affect the company, how changes in the socio-cultural environment will affect your company, and finally, how changes (advancements) in technology will affect your company.
Should be a minimum of two pages in length, double-spaced with a reference page and title page. References should include at least one additional, credible reference beyond the textbook. All sources used must be referenced; paraphrased and quoted material must have accompanying citations and cited per APA guidelines. Include the use of subheadings (consider using Company Overview and PEST Analysis).
Upon completion of this unit, students should be able to:
1. Discuss the importance of determining value proposition of the consumer.
a. Explain through a company's offerings how a value proposition is provided to the consumer.
2. Describe behaviors in marketing that impact social responsibility.
a. Assess how changes in the business environment will affect an organization's level of social responsibility.
3. Describe the impact that changes in the external business environment have on an organization.
a. Assess how changes in the business environment will affect an organization using the PEST Analysis tool.